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The first and most important step in a successful direct marketing campaign is getting the recipients to open the mailing. This campaign was based on the concept that, in senior care, the people make the difference. So we focused on the people at Mather Pavilion, from the staff to the residents to the volunteers, giving each an individual circle and mailing them in sets. The odd shaped envelope and the unusual contents got attention. And the circle theme reinforced Mather LifeWays new graphic identity. A fun and different approach…